International Stories

McDonald's DOOH campaign changes billboards depending on how bad the traffic is

20, November, 2017

Bureau, New Delhi

U.K. out-of-home campaign combines online and physical data.

McDonald's recently appealed to 'hangry' drivers stuck in traffic with a DOOH campaign called Traffic Busters. This campaign, produced by Grand Visual, ran across U.S. billboards from Nov. 6 to 15, and displayed custom content based on traffic conditions, according to a press release.

The digital billboards would normally show images of McDonald's products, but during peak traffic conditions, the content would change to the picture of the golden arches with the words, "Stuck in a jam? There's a light at the end of the tunnel."

OMD and Talon planned and booked the media across 10 cities spanning seven media owners. QDOT also supplied its OOH platform OpenLoop, which enables real-time analysis of data from Google's Traffic API and triggers relevant content playback, according to the release.

"This data-driven digital OOH campaign uses traffic speed to contextualize copy, reaching drivers with targeted and tactical messages that tap into their mindset in that moment," Katie Parker, head of marketing at McDonald's, said in the release.